Years in Tampa Bay
Owner and head roaster
What do you do?
Select and roast the finest coffees available for our wholesale partner cafes, restaurants and offices.
Why do you do it?
I love showing people what’s possible with coffee. I’ve witnessed more “a-ha!” moments than I can count after sharing a cup of my coffee with them.
What was your Catalyst? (How did you get started?)
I fell in love with the sight and sound of the bustling espresso bars in Spain when I lived abroad. I came back and started as an entry-level barista at my local neighborhood cafe in 2012.
What’s a common misconception or unknown aspect of what you do?
Roasting is a skill that takes time to develop. It’s not like using a microwave, where you punch in the right numbers. You have to watch the beans develop, note how they look and smell along the way.
What’s the most challenging part of your Hustle?
It’s been a learning experience wearing so many hats. I’ve had to tap into parts of me I didn’t know existed, such as being a salesman and bookkeeper. We want to grow organically and responsibly, so I’ve had to talk a lot about myself more than I’d usually be comfortable with.
What’s the most valuable piece of business advice/insight that’s helped you?
Control your brand. Highlight why you are different. Work hard and be honest.